Becker, Jan U., Lars Fiedler and Manfred Kirchgeorg

Unternehmens- und Stakeholderkommunikation als Einflussfaktoren des Unternehmensmarkenimages

Markteing ZFP - Journal of Research and Management, 31 (3): 211-197, (2009).

Copy reference link   DOI: 10.15358/0344-1369-2009-3-197

Abstract: In recent years, a growing number of companies have adopted a corporate endorsement strategy to support their product brands. Whereas product related brand activities focus merely on the consumer, corporate brands involve multiple stakeholders causing a complex communication environment. This study analyzes what impact different communication activities have on stakeholder commitment. The authors propose a conceptual model that investigates the link between communication activities, different elements of corporate brand image, and stakeholder commitment. The results of the empirical study show substantive differences between stakeholders with regard to brand image and communication activities.

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